25% of Indians use social media to follow influencers

Rob Clapp

An overview of the reasons Indian consumers use social media.

One-quarter (25%) of online Indians say a main reason for using social media is to follow celebrities or influencers, a more common reason than posting about your own life (23%), according to survey data from GWI analysed in WARC's latest Spotlight India report on influencer marketing.

By examining why consumers use social media, brands can ensure their content meets the needs of their audience. For example, 27% of the online population in India use social media to find inspiration. As a result, influencer marketing can play an important role in inspiring consumers to choose a specific...

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